How do you build awareness that translates into engagement, action, and long-term support? For Union Gospel Mission Twin Cities (TWC), the answer was a bold, 18-month awareness campaign developed in partnership with BDI.
This integrated campaign was designed to do more than run ads — it set out to shift perceptions of homelessness, position TWC as a leader in solutions, and build deeper connections with the Twin Cities community. The initiative combined advanced research and social listening, a multi-channel media strategy (from digital video and Meta ads to outdoor placements), creative storytelling, and a dedicated landing page with follow-up engagement journeys.
In this session, attendees will hear how research informed messaging pillars, how creative assets evolved with community sentiment, and how ongoing optimization and analytics created a cycle of continuous improvement. Participants will leave with practical insight into how awareness campaigns can increase visibility, shift public perception, and drive measurable engagement and support for their own organizations.
Learning Objectives:
See how research and social listening can uncover opportunities to reshape community perception.
Learn how multi-channel strategies (digital, print, video, outdoor) can work together to amplify awareness by understanding how storytelling pillars and creative assets drive authentic connection.
Gain practical strategies to measure awareness impact through KPIs that go beyond impressions, including engagement, donor conversions, and brand lift.
